Download Museums and galleries report 2003

A Profile of the Cultural
and Heritage Activities
of Canadians in 2005
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Statistical Insights on the Arts, Vol. 5 No. 4
© Hill Strategies Research Inc., March 2007
ISBN 978-0-9782547-4-2; Statistical Insights series ISSN 1713-3556
Report funded by the Canada Council for the Arts,
the Department of Canadian Heritage
and the Ontario Arts Council
A PROFILE OF THE CULTURAL AND HERITAGE
ACTIVITIES OF CANADIANS IN 2005
This report provides insights into the number and percentage of Canadians 15 or older who, in
2005:
• Attended live performances;
• Visited art galleries and other museums;
• Visited historic sites and other heritage organizations;
• Read a newspaper, magazine or book;
• Watched movies or videos; or
• Listened to recorded music.
The report summarizes data on Canadians 15 years of age or older who participated in cultural
and heritage activities during the 12 months prior to the survey. The report also examines
available information about the frequency of participation in these activities. Where comparable
data is available, trends in cultural and heritage activities between 1992 and 2005 are also
highlighted.
The data is drawn from Statistics Canada’s General Social Surveys of 1992, 1998 and 2005, indepth telephone surveys of about 10,000 Canadians 15 years of age or older.1
The 2005 General Social Survey asked Canadians about 18 different activities:
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
1
Attending a theatrical performance such as drama, musical theatre, dinner theatre,
comedy
Attending a popular musical performance such as pop/rock, jazz, blues, folk, country
and western
Attending a symphonic or classical music performance
Attending a cultural or artistic festival
Attending a performance of cultural/heritage music, theatre or dance (e.g. Aboriginal
Peoples, Chinese, Ukrainian)
Attending any other kind of cultural performance
Visiting a public art gallery or art museum (including attendance at special art exhibits)
Visiting museums other than public art galleries or art museums
Visiting an historic site
Visiting a zoo, aquarium, botanical garden, planetarium or observatory
Visiting a conservation area or nature park
Reading a newspaper
Reading a magazine
Reading a book
Visiting a movie theatre or drive-in
The number of respondents to the cultural questions was 9,815 in 1992, 10,749 in 1998 and 9,851 in 2005.
1
•
•
•
Watching a video
Listening to downloaded music on a computer, MP3 player, etc.
Listening to music on CDs, cassette tapes, DVD audio discs, records, etc.
The 2005 General Social Survey did not include any detailed questions regarding, for example,
the types of performances attended, exhibitions visited or books read.
Subsequent reports in the Statistical Insights on the Arts series will examine provincial data and
factors in cultural participation.
This report is organized into sections by type of activity: 2
1.
2.
3.
4.
5.
6.
7.
Summary of key findings
Live performing arts
Art galleries and other museums
Heritage activities
Reading
Movies and videos
Listening to recorded music
Methodological notes
Individuals are counted only once in each activity regardless of how many
times they participated in the activity. It is also important to note that the
data includes attendance of Canadians while travelling out of province or
out of the country and excludes attendance by residents of other countries
while travelling in Canada. This would mean, for example, that the data on
museum visitors represents the number of Canadians who visited at least
one museum (anywhere) during the survey year, not the total visits made
to Canadian museums.
All of the statistics in this report have been adjusted for non-response. This
means that, in all three survey years, responses of “don’t know” or “not
stated” are excluded from the results. The implicit assumption is that those
who did not respond or who hung up before completing the survey
participated in cultural and heritage activities in the same proportion as
those who did respond.2
All of the statistics in this report have a relatively low statistical variation.
For example, the performing arts attendance rate of 41.2% could vary by a
maximum of 1.2 percentage points, 19 times out of 20. Estimates of the
variation in all the main statistics can be found in the table at the end of
the key findings section.
2
The adjustments for non-response are much larger in 1998 than in other years. Taking the performing arts as an example,
adjusting for non-response adds 0.4% to the 1992 attendance rate, 3.0% to the 1998 attendance rate and 0.5% to the 2005
attendance rate. Early hang-ups appear to have been a significant issue in 1998.
2
Section 1: Summary of key findings
Canadians continue to support cultural activities
•
•
More Canadians read a book than go to a movie
• Art galleries are increasingly popular with Canadians
• Classical music audiences increased slightly
Most other cultural and heritage activities, including the performing arts, attracted
roughly the same percentage of Canadians in 2005 as in 1992
Canadians continue to support cultural activities
Overall, the report finds that most cultural and heritage activities attracted roughly the same
percentage of Canadians in 2005 as in 1992. Given the population growth between 1992 and
2005, all cultural and heritage activities saw an increase in the absolute number of Canadians
attending, visiting, reading, watching or listening.
Reading
In 2005, as a leisure activity (not for paid work or studies):
•
•
•
86.7% of the population 15 or older read a newspaper (22.6 million Canadians);
78.2% read a magazine (20.4 million Canadians); and
66.6% read at least one book (17.4 million Canadians).
About four in 10 Canadians read at least one book each month in 2005.
The 17.4 million Canadians reading at least one book is slightly larger than the 15.9 million
Canadians going to at least one movie at a theatre or drive-in.
Between 1992 and 2005, the rate of book reading remained stable, with two-thirds of the
population reading at least one book in 1992, 1998 and 2005. The stability of book reading in
Canada is in contrast to the findings of a recent American study entitled Reading at Risk. That
report, prepared by Hill Strategies Research for the National Endowment for the Arts, showed
that the proportion of Americans reading any type of book in their leisure time (not for work or
school) decreased from 60.9% in 1992 to 56.6% in 2002.3
In Canada, magazine reading decreased slightly and newspaper reading decreased more
substantially between 1992 and 2005.
3
Reading At Risk: A Survey of Literary Reading in America, National Endowment for the Arts, Research Division Report #46, June
2004, p. ix.
3
Art galleries and other museums
There was a strong and consistent increase in art gallery visitors between 1992 and 2005, which
may be an indication of an increasingly visual culture in Canada. The overall percentage of
Canadians visiting an art gallery increased from 19.6% in 1992 to 24.0% in 1998 and increased
again to 26.7% in 2005. Exactly 7 million Canadians visited an art gallery in 2005.
There was also an increase, albeit much less pronounced, in the percentage of Canadians
visiting any type of museum. Just over one-third of Canadians (35.2%) 15 years of age or older,
or 9.2 million people, visited a museum in 2005.
Performing arts
In 2005, 41.2% of the population 15 or older (10.8 million Canadians) attended a concert or
performance by professional artists of music, dance, theatre or opera (excluding cultural
festivals). This is very close to the performing arts attendance rate in 1992 (42.4%), and a distinct
increase from the 1998 rate (37.6%).
The report shows that:
•
•
•
22.6% of the population 15 or older attended a theatrical performance such as a drama,
musical theatre, dinner theatre, comedy (5.9 million Canadians);
23.8% attended a popular musical performance such as pop/rock, jazz, blues, folk,
country and western (6.2 million Canadians); and
9.5% attended a symphonic or classical music performance (2.5 million Canadians).
Theatre and popular music saw very little overall change in attendance rates between 1992 and
2005.
Contrary to fears concerning a general decline of classical audiences, classical music saw a slight
increase in the percentage of the population attending a performance between 1992 and 2005.
Respondents were asked three subsequent questions about performing arts attendance:
•
•
•
23.7% of the population 15 or over attended a cultural or artistic festival (such as film,
fringe, dance, jazz, folk, rock, buskers or comedy) (6.2 million Canadians);
15.1% attended a performance of cultural/heritage music, theatre or dance (e.g.
Aboriginal Peoples, Chinese, Ukrainian) (3.9 million Canadians);
10.8% attended another kind of cultural performance (2.8 million Canadians);
Questions about other specific disciplines, such as dance or opera, were not asked in the 2005
General Social Survey.
A large proportion of those who attended the various types of performing arts events did so
between one and four times in 2005.
4
Heritage activities
One in three Canadians visited an historic site in 2005 (almost 9 million people), and the same
number visited a zoo, aquarium, botanical garden, planetarium or observatory. Nearly one in
two Canadians visited a conservation area or nature park in 2005 (12 million people). One in six
Canadians visited conservation areas or nature parks at least five times during the year.
Between 1992 and 2005:
•
•
•
There was a significant increase in the percentage of Canadians visiting an historic site;
The percentage of Canadians visiting a zoo, aquarium, botanical garden, planetarium or
observatory decreased slightly; and
The percentage of Canadians visiting a conservation area or nature park changed very
little.
Movies and videos
Movies and videos are quite popular with Canadians. In 2005, six in 10 Canadians went to at
least one movie at a theatre or drive-in (about 16 million people), while eight in 10 watched a
video (over 20 million people). About one in three Canadians went to five or more movies in 2005.
Both activities showed increases between 1992 and 2005.
Recorded music
The report also highlights the music listening activities of Canadians: 28.6% listened to
downloaded music in 2005 (7.5 million people), compared with 83.9% who listened to music
recorded on CDs or other formats (about 22 million people). Very few Canadians relied
exclusively on downloaded music in 2005.
5
Cultural and Heritage Activities of Canadians in 2005
Percentage of
population
(15 or older)
Activity
Performing arts attendance
Performing arts
Theatre
Pop music
Classical music
41.2%
22.6%
23.8%
9.5%
Cultural festival
Cultural/heritage performance
Other cultural performance
Visits to art galleries and other museums
Museums (all types)
Public art galleries
Museums (other than art galleries)
Statistical variation of estimate
(19 times out of 20)
Plus /
minus
1.2%
Minimum
Maximum
Number of
people (15
or older)
10.8 million
5.9 million
6.2 million
2.5 million
40.0%
42.5%
1.1%
21.4%
23.7%
1.0%
22.7%
24.8%
0.8%
8.7%
10.3%
23.7%
15.1%
10.8%
1.0%
22.6%
24.7%
1.0%
14.1%
16.1%
0.9%
9.9%
11.7%
35.2%
26.7%
21.3%
1.2%
34.0%
36.4%
1.2%
25.6%
27.9%
1.1%
20.2%
22.3%
9.2 million
7.0 million
5.5 million
33.4%
1.1%
32.2%
34.5%
8.7 million
6.2 million
3.9 million
2.8 million
Heritage activities
Historic sites
Zoos, aquariums, botanical gardens,
planetariums or observatories
Conservation areas or nature parks
33.5%
1.1%
32.4%
34.7%
8.8 million
45.9%
1.1%
44.8%
47.0%
12.0 million
Reading
Newspapers
Magazines
Books
86.7%
78.2%
66.6%
0.9%
85.9%
87.6%
1.4%
76.8%
79.6%
1.2%
65.4%
67.8%
22.6 million
20.4 million
17.4 million
Watching movies and videos
Movies or drive-in theatres
Videos (rented or purchased, VHS or DVD)
61.0%
78.6%
1.1%
59.9%
62.1%
1.4%
77.2%
80.0%
Listening to recorded music
Downloaded music
Music on CDs, records, etc.
28.6%
83.9%
1.1%
27.4%
29.7%
0.8%
83.0%
84.7%
15.9 million
20.5 million
7.5 million
21.9 million
All statistics analyzed by Hill Strategies Research
based on Statistics Canada’s 2005 General Social Survey
6
Section 2: Live performing arts
In 2005, 41.2% of the population 15 or older (10.8 million Canadians) attended a concert or
performance by professional artists of music, dance, theatre or opera (excluding cultural
festivals).4 Figure 1 shows that:
•
•
•
22.6% of the population 15 or older attended a theatrical performance such as a drama,
musical theatre, dinner theatre, comedy (5.9 million Canadians);
23.8% attended a popular musical performance such as pop/rock, jazz, blues, folk,
country and western (6.2 million Canadians); and
9.5% attended a symphonic or classical music performance (2.5 million Canadians).
Overall, 3.4% attended all three of these types of performances in 2005 (890,000 Canadians).
Figure 1: Performing arts attendance
by Canadians in 2005
22.6%
Theatre
23.8%
Pop music
Classical music
9.5%
41.2%
Any performing arts
All three performing arts (theatre,
pop AND classical)
0.0%
3.4%
20.0%
40.0%
60.0%
80.0%
100.0%
Percentage of Canadians 15 or older attending at least once during the year
4
The first three performing arts questions were asked following a general question: During the past 12 months, did you attend a
concert or performance by professional artists of music, dance, theatre, or opera, excluding cultural festivals? (Include attendance at
a rock concert, ballet, a musical, symphony orchestra concert.). If the person responded “yes” to this question, they were asked:
During the past 12 months, did you attend a theatrical performance such as a drama, musical theatre, dinner theatre, comedy?
(Include drama, comedy, avant-garde theatre, dinner theatre and musicals, including rock operas such as Tommy, Broadway style
shows such as My Fair Lady and West Side Story, and music/theatre spectacles such as Phantom of the Opera, Mama Mia and
Showboat); During the past 12 months, did you attend a popular musical performance such as pop/rock, jazz, blues, folk, country
and western?; and During the past 12 months, did you attend a symphonic or classical music performance?
7
Respondents were asked three subsequent questions about performing arts attendance.5 Figure
2 shows that:
•
•
•
•
•
23.7% of the population 15 or over attended a cultural or artistic festival (such as film,
fringe, dance, jazz, folk, rock, buskers or comedy) (6.2 million Canadians);
15.1% attended a performance of cultural/heritage music, theatre or dance (e.g.
Aboriginal Peoples, Chinese, Ukrainian) (3.9 million Canadians);
10.8% attended another kind of cultural performance (2.8 million Canadians);
a total of 34.5% did at least one of these activities (9.0 million Canadians); and
2.3% did all three of these activities in 2005 (610,000 Canadians).
Figure 2: Festival, cultural/heritage performance and
other performance attendance by Canadians in 2005
23.7%
Cultural festival
15.1%
Cultural/heritage performance
10.8%
Other cultural performance
Any of the three activities
(festival, cultural/heritage OR
another)
All three activities (festival,
cultural/heritage AND another)
0.0%
34.5%
2.3%
20.0%
40.0%
60.0%
80.0%
100.0%
Percentage of Canadians 15 or older attending at least once during the year
Questions about other specific disciplines, such as dance or opera, were not asked in the 2005
General Social Survey.
5
These three questions were phrased as follows: During the past 12 months, did you go to a cultural or artistic festival (such as film,
fringe, dance, jazz, folk, rock, buskers or comedy)? (Examples of cultural or artistic festivals include the Toronto International Film
Festival, Ottawa Jazz Festival, Edmonton Fringe Festival and Montreal’s Just for Laughs.); During the past 12 months, did you go to
a performance of cultural/heritage music, theatre or dance (e.g. Aboriginal Peoples, Chinese, Ukrainian)?; and During the past 12
months, did you attend any other kind/type of cultural performance? (Examples include dance performances (ballet, contemporary
or other), choral music performances, opera and other multidisciplinary cultural performances not already mentioned above.)
8
Frequency of performing arts attendance
Respondents were asked how often they attended the various types of performances in 2005.
Regarding theatres, Figure 3 shows that:
•
•
•
17.4% of the population 15 or older attended theatre performances between one and four
times a year (4.5 million Canadians);
another 3.1% attended theatre performances five or more times, but not every month
(810,000 Canadians); and
another 2.1% attended theatre performances at least once every month (540,000
Canadians).
Figure 3: Frequency of theatre attendance
by Canadians in 2005
Percentage of Canadians 15 or older
attending a theatre performance
1 to 4 times a year
17.4%
5 or more times, but not
every month
3.1%
At least once every
month
2.1%
No theatre
performances
77.4%
9
Regarding popular music performances, Figure 4 shows that:
•
•
•
19.3% of the population 15 or older attended pop concerts between one and four times a
year (5.0 million Canadians);
another 2.7% attended pop concerts five or more times, but not every month (700,000
Canadians); and
another 1.8% attended pop concerts at least once every month (460,000 Canadians).
Figure 4: Frequency of pop concert attendance
by Canadians in 2005
Percentage of Canadians 15 or older
attending a popular musical
performance, including pop/rock,
jazz, blues, folk, country and
western
1 to 4 times a year
19.3%
5 or more times, but not
every month
2.7%
At least once every
month
1.8%
No pop performances
76.2%
10
Regarding classical music performances, Figure 5 shows that:
•
•
•
7.8% of the population 15 or older attended classical performances between one and four
times a year (2.0 million Canadians);
another 1.1% attended classical performances five or more times, but not every month
(280,000 Canadians); and
another 0.7% attended classical performances at least once every month (190,000
Canadians).
Figure 5: Frequency of classical music performance
attendance by Canadians in 2005
Percentage of Canadians 15 or older
attending a symphonic or classical
music performance
1 to 4 times a year
7.8%
5 or more times, but not
every month
1.1%
At least once every
month
0.7%
No classical
performances
90.5%
11
Regarding cultural festivals (such as film, fringe, dance, jazz, folk, rock, buskers or comedy),
Figure 6 shows that:
•
•
21.6% of the population 15 or older attended cultural festivals between one and four
times a year (5.6 million Canadians); and
another 2.1% attended cultural festivals five or more times (550,000 Canadians).
Figure 6: Frequency of cultural festival attendance
by Canadians in 2005
Percentage of Canadians 15 or older
attending a cultural festival,
including film, fringe, dance, jazz,
folk, rock, buskers or comedy
1 to 4 times a year
21.6%
5 or more times
2.1%
No cultural festival
76.3%
12
Regarding performances of cultural/heritage music, theatre or dance (e.g. Aboriginal Peoples,
Chinese, Ukrainian), Figure 7 shows that:
•
•
13.7% of the population 15 or older attended cultural/heritage performances between
one and four times a year (3.6 million Canadians); and
another 1.4% attended cultural/heritage performances five or more times (360,000
Canadians).
Figure 7: Frequency of cultural/heritage performance
attendance by Canadians in 2005
Percentage of Canadians 15 or older
attending a cultural/heritage music,
theatre or dance performance, such
as Aboriginal, Chinese or Ukranian
1 to 4 times a year
13.7%
5 or more times
1.4%
No cultural/heritage
performances
84.9%
13
Regarding other kinds of cultural performances (including dance, choral music, opera and other
multidisciplinary cultural performances), Figure 8 shows that:
•
•
9.4% of the population 15 or older attended other kinds of cultural performances
between one and four times a year (2.5 million Canadians); and
another 1.4% attended other kinds of cultural performances five or more times (360,000
Canadians).
Figure 8: Frequency of attendance at another kind of
cultural performance by Canadians in 2005
Percentage of Canadians 15 or older
attending another kind of cultural
performance (including dance,
choral music, opera and other
multidisciplinary cultural
performances)
1 to 4 times a year
9.4%
5 or more times
1.4%
No other performances
89.2%
14
Trends in performing arts attendance
There was very little overall change in the percentage of Canadians attending a concert or
performance by professional artists between 1992 and 2005. Figure 9 shows that the percentage
of Canadians attending a performing arts event decreased from 42.4% in 1992 to 37.6% in 1998,
but rebounded to 41.2% in 2005.6
With 22.6% growth in the population (15 or older) between 1992 and 2005, the number of
Canadians attending a concert or performance increased from 9.0 million in 1992 to 10.8 million
in 2005. This is an overall increase of 1.7 million people between 1992 and 2005 (or 19.1%).7
Figure 9: Trends in performing arts attendance,
1992 to 2005
42.4%
1992
37.6%
1998
2005
0.0%
41.2%
10.0%
20.0%
30.0%
40.0%
50.0%
Percentage of Canadians 15 or older attending at least one live concert or performance
by professional artists of music, dance, theatre, or opera, excluding cultural festivals
6
In 1992, the popular music question was asked prior to the general performing arts question, not as an ancillary question (i.e.,
following the general performing arts question). To ensure the best comparability with the 1998 and 2005 surveys, the calculation of
overall performing arts attendance in 1992 includes respondents who said "yes" to either the popular music or the general
performing arts question.
7
Differences are calculated from unrounded numbers. The differences in the rounded numbers presented in this report may vary
slightly.
15
There was a very small decrease in the percentage of Canadians attending a theatre
performance between 1992 and 2005. Figure 10 shows that the percentage of Canadians
attending a theatre performance decreased between 1992 (24.3%) and 1998 (21.7%), but
increased slightly to 22.6% in 2005.
With 22.6% growth in the population (15 or older) between 1992 and 2005, the number of
Canadians attending a theatre performance increased from 5.2 million in 1992 to 5.9 million in
2005, an increase of 700,000 theatre-goers between 1992 and 2005 (or 13.7%).
Figure 10: Trends in theatre attendance, 1992 to 2005
1992
1998
2005
0.0%
24.3%
21.7%
22.6%
10.0%
20.0%
30.0%
40.0%
Percentage of Canadians 15 or older attending at least one theatrical performance,
such as a drama, musical theatre, dinner theatre or comedy
50.0%
16
There was no overall change in the percentage of Canadians attending a popular music
performance between 1992 and 2005 (including pop/rock, jazz, blues, folk, country and
western). Figure 11 shows that the percentage of Canadians attending a pop music concert
decreased from 24.0% in 1992 to 21.3% in 1998, but rebounded to 23.8% in 2005.
With 22.6% growth in the population (15 or older) between 1992 and 2005, the number of
Canadians attending a pop music concert increased from 5.1 million in 1992 to 6.2 million in
2005, an increase of 1.1 million popular music-goers between 1992 and 2005 (or 21.5%).
Figure 11: Trends in attendance at pop concerts,
1992 to 2005
1992
1998
2005
0.0%
24.0%
21.3%
23.8%
10.0%
20.0%
30.0%
40.0%
Percentage of Canadians 15 or older attending at least one popular musical performance
such as pop/rock, jazz, blues, folk, country and western
50.0%
17
Between 1992 and 2005, the percentage of Canadians attending a symphonic or classical music
performance increased slightly. Figure 12 shows that the percentage of Canadians attending a
classical music concert increased very slightly between 1992 (8.4%) and 1998 (9.0%), then
increased, again very slightly, to 9.5% in 2005.
With 22.6% growth in the population (15 or older) between 1992 and 2005, the number of
Canadians attending a classical music concert increased from 1.8 million in 1992 to 2.5 million in
2005, an increase of 700,000 classical music-goers between 1992 and 2005 (or 39.9%).
Figure 12: Trends in classical music attendance,
1992 to 2005
1992
1998
2005
0.0%
8.4%
9.0%
9.5%
10.0%
20.0%
30.0%
40.0%
50.0%
Percentage of Canadians 15 or older attending at least one symphonic or classical music performance
18
The 1992 General Social Survey did not include a question regarding attendance at cultural
festivals. Between 1998 and 2005, the percentage of Canadians attending a cultural festival
changed very little (24.6% in 1998 and 23.7% in 2005). The number of Canadians attending a
cultural festival increased from 6.0 million in 1998 to 6.2 million in 2005, an increase of 200,000
festival-goers between 1992 and 2005 (or 3.6%).
The cultural/heritage performance question was phrased somewhat differently in 1992
compared with 1998 and 2005. The 1992 question asked about attendance at “ethnic and
heritage dance / music”, while the 1998 and 2005 questions asked about attendance at
“cultural/heritage music, theatre or dance”. In particular, the specific mention of theatre may
have led to more positive responses in 1998 and 2005. The trends over time may be influenced
by these changes.
Our best estimate is that, between 1992 and 2005, the percentage of Canadians attending a
cultural/heritage performance increased from 11.8% in 1992 to 15.0% in 1998 and then remained
stable (15.1% in 2005). With 22.6% growth in the population (15 or older) between 1992 and
2005, the number of Canadians attending a cultural/heritage performance increased from 2.5
million in 1992 to 3.9 million in 2005, an increase of 1.4 million between 1992 and 2005 (or
56.6%). Because of the more inclusive wording of the 1998 and 2005 questions, it is difficult to
assess how much of this change is due to the wording change, rather than a true increase in
cultural/heritage performance attendance.
19
Section 3: Art galleries and other museums
Just over one-third of Canadians (35.2%) 15 years of age or older, or 9.2 million people, visited a
museum in 2005.8 Figure 13 shows that:
•
•
26.7% visited a public art gallery or art museum, including attendance at special art
exhibits (7.0 million Canadians); and
21.3% visited museums other than public art galleries or art museums (5.5 million
Canadians).
Overall, 12.7% visited both an art gallery and another type of museum in 2005 (3.3 million
Canadians).
Figure 13: Art gallery and other museum visits
by Canadians in 2005
26.7%
Public art gallery
Museums (other than art
galleries)
21.3%
35.2%
Either type of museum
Both types of museums
0.0%
12.7%
20.0%
40.0%
60.0%
80.0%
100.0%
Percentage of Canadians visiting at least once during the year
8
The questions were phrased as follows: During the past 12 months did you go to a public art gallery or art museum (including
attendance at special art exhibits)?; and During the past 12 months, did you visit museums other than public art galleries or art
museums? Include science centres, science and technology museums, natural history or natural science museums, general, human
history or community museums, military, maritime and other museums.
20
Frequency of museum visits
Respondents were asked about the frequency of their art gallery and other museum visits.
Regarding art gallery visits, Figure 14 shows that:
•
•
•
22.7% of the population 15 or older visited art galleries between one and four times in
2005 (5.9 million Canadians);
another 2.5% visited art galleries five or more times, but not every month (640,000
Canadians); and
another 1.6% visited art galleries at least once every month (410,000 Canadians).
Figure 14: Frequency of visits to art galleries
by Canadians in 2005
Percentage of Canadians 15 or older
visiting an art gallery
1 to 4 times a year
22.7%
5 or more times, but not
every month
2.5%
At least once every
month
1.6%
No art gallery
73.3%
21
Regarding visits to other types of museums, Figure 15 shows that:
•
•
•
18.8% of the population 15 or older visited museums (other than art galleries) between
one and four times in 2005 (4.9 million Canadians);
another 1.7% visited museums (other than art galleries) five or more times, but not every
month (450,000 Canadians); and
another 0.7% visited museums (other than art galleries) at least once every month
(180,000 Canadians).
Figure 15: Frequency of visits to other museums
by Canadians in 2005
Percentage of Canadians 15 or older
visiting a museum other than an art
gallery (including science centres,
science and technology museums,
natural history or natural science
museums, general, human history or
community museums, military,
maritime and other museums)
1 to 4 times a year
18.8%
5 or more times, but not
every month
1.7%
At least once every
month
0.7%
No other museums
78.7%
22
Trends in art gallery and museum visits
There was a strong and consistent increase in art gallery visits between 1992 and 2005. Figure 16
shows that the overall rate of gallery visits increased from 19.6% in 1992 to 24.0% in 1998 and
increased again to 26.7% in 2005.
With 22.6% growth in the population (15 or older) between 1992 and 2005, the number of
Canadians visiting an art gallery increased by nearly 70% between 1992 and 2005. There were
4.2 million gallery-goers in 1992, compared with 7.0 million in 2005, an increase of 2.8 million
(or 67.2%).
Figure 16: Trends in art gallery attendance,
1992 to 2005
1992
1998
2005
0.0%
19.6%
24.0%
26.7%
10.0%
20.0%
30.0%
40.0%
Percentage of Canadians 15 or older visiting at least one public art gallery or art museum
(including attendance at special art exhibits)
50.0%
23
Because of changes in the questions asked, overall museum visits were calculated somewhat
differently in 2005 compared with 1992 and 1998. In the earlier years, an initial question
(“During the past 12 months, did you go to a museum or an art gallery?”) was followed by
questions about specific types of museums or galleries. In 2005, two separate questions were
asked regarding art gallery visits and other museum visits. The calculation of overall museum
visits in 2005 is based on those people responding “yes” to either the gallery question or the
other museum question. The trends over time in overall museum attendance may be influenced
by these wording changes.
Our best estimate is that, between 1992 and 2005, the percentage of Canadians visiting a
museum remained stable between 1992 and 1998 (32.7% in 1992 and 32.3% in 1998) and then
increased to 35.2% in 2005. These changes are shown in Figure 17.
With 22.6% growth in the population (15 or older) between 1992 and 2005, the number of
Canadians visiting a museum increased from 7.0 million in 1992 to 9.2 million in 2005, an
increase of 2.2 million Canadians visiting a museum between 1992 and 2005 (or 31.8%).
Figure 17: Trends in museum attendance,
1992 to 2005
1992
32.7%
1998
32.3%
2005
0.0%
35.2%
10.0%
20.0%
30.0%
40.0%
50.0%
Percentage of Canadians 15 or older visiting at least one museum
There is no historical data on visits to other types of museums (excluding art galleries).
24
Section 4: Heritage activities
Almost two-thirds of Canadians (63.5%) 15 years of age or older, or 16.6 million people,
participated in one of the three following types of heritage activities in 2005.9 Figure 18 shows
that:
•
•
•
33.4% of the population 15 or older visited an historic site (8.7 million Canadians);
33.5% visited a zoo, aquarium, botanical garden, planetarium or observatory (8.8 million
Canadians); and
45.9% visited a conservation area or nature park (12.0 million Canadians).
Overall, 13.5% did all three of these activities in 2005 (3.5 million Canadians).
Figure 18: Historic sites, zoos and other heritage
activities of Canadians in 2005
Historic site
33.4%
Zoo, aquarium, botanical
garden, planetarium,
observatory
33.5%
Conservation area or nature
park
45.9%
63.5%
Any of the heritage activities
All three heritage activities
0.0%
13.5%
20.0%
40.0%
60.0%
80.0%
100.0%
Percentage of Canadians visiting at least once during the year
9
The questions were phrased as follows: During the past 12 months, did you go to an historic site?; During the past 12 months, did
you go to a zoo, aquarium, botanical garden, planetarium or observatory?; and During the past 12 months, did you go to a
conservation area or nature park?
25
Frequency of heritage activities
Respondents were asked about the frequency of their heritage activities. Regarding historic
sites, Figure 19 shows that:
•
•
28.4% of the population 15 or older visited historic sites between one and four times in
2005 (7.4 million Canadians); and
another 5.0% visited historic sites five or more times (1.3 million Canadians).
Figure 19: Frequency of visits to historic sites
by Canadians in 2005
Percentage of Canadians 15 or
older visiting an historic site
1 to 4 times a year
28.4%
No historic sites
66.6%
5 or more times
5.0%
26
Regarding zoos, aquariums, botanical gardens, planetariums and observatories, Figure 20
shows that:
•
•
30.5% of the population 15 or older visited these organizations between one and four
times in 2005 (8.0 million Canadians); and
another 3.0% visited these organizations five or more times (790,000 Canadians).
Figure 20: Frequency of visits to zoos, aquariums,
botanical gardens, planetariums or observatories
by Canadians in 2005
Percentage of Canadians 15 or older
visiting a zoo, aquarium, botanical
garden, planetarium or observatory
1 to 4 times a year
30.5%
No zoos, aquariums,
etc.
66.5%
5 or more times
3.0%
27
Regarding conservation areas and nature parks, Figure 21 shows that:
•
•
30.4% of the population 15 or older visited conservation areas or nature parks between
one and four times in 2005 (7.9 million Canadians); and
another 15.5% visited conservation areas or nature parks five or more times (4.0 million
Canadians).
Figure 21: Frequency of visits to conservation areas
or nature parks by Canadians in 2005
Percentage of Canadians 15 or
older visiting a conservation area
or nature park
1 to 4 times a year
30.4%
No conservation areas
or nature parks
54.1%
5 or more times
15.5%
28
Trends in heritage activities
There was a significant increase in the percentage of Canadians visiting an historic site between
1992 and 2005, especially between 1992 and 1998. Figure 22 shows that the percentage of
Canadians visiting an historic site increased from 27.1% in 1992 to 35.2% in 1998, before
decreasing slightly to 33.4% in 2005.
With 22.6% growth in the population (15 or older) between 1992 and 2005, the number of
Canadians visiting an historic site increased from 5.8 million in 1992 to 8.7 million in 2005, an
increase of 2.9 million visitors between 1992 and 2005 (or 50.9%).
Figure 22: Trends in visits to historic sites,
1992 to 2005
1992
27.1%
1998
35.2%
2005
0.0%
33.4%
10.0%
20.0%
30.0%
40.0%
50.0%
Percentage of Canadians 15 or older visiting at least one historic site
29
Between 1992 and 2005, the percentage of Canadians visiting a zoo, aquarium, botanical garden,
planetarium or observatory decreased slightly. Figure 23 shows that the percentage of
Canadians visiting these locations changed very little between 1992 and 1998 (35.7% in 1992 and
35.0% in 1998), then decreased slightly to 33.5% in 2005.
With 22.6% growth in the population (15 or older) between 1992 and 2005, the number of
Canadians visiting a zoo, aquarium, botanical garden, planetarium or observatory increased
from 7.6 million in 1992 to 8.8 million in 2005, an increase of 1.1 million visitors between 1992
and 2005 (or 15.1%).10
Figure 23: Trends in visits to zoos, aquariums,
botanical gardens, planetariums or observatories,
1992 to 2005
1992
35.7%
1998
35.0%
2005
33.5%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
Percentage of Canadians 15 or older visiting at least one zoo, aquarium, botanical garden, planetarium or observatory
10
Differences are calculated from unrounded numbers. The differences in the rounded numbers presented in this report may vary
slightly.
30
Figure 24 shows that, between 1992 and 2005, the percentage of Canadians visiting a
conservation area or nature park changed very little. There was a slight increase between 1992
(46.7%) and 1998 (48.9%), followed by a slight decrease to 45.9% in 2005.
With 22.6% growth in the population (15 or older) between 1992 and 2005, the number of
Canadians visiting a conservation area or nature park increased from 9.9 million in 1992 to 12.0
million in 2005, an increase of 2.0 million visitors between 1992 and 2005 (or 20.5%).11
Figure 24: Trends in visits to conservation areas or
nature parks, 1992 to 2005
1992
46.7%
48.9%
1998
45.9%
2005
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
Percentage of Canadians 15 or older visiting at least one conservation area or nature park
11
Differences are calculated from unrounded numbers. The differences in the rounded numbers presented in this report may vary
slightly.
31
Section 5: Reading
Respondents were asked whether they had, as a leisure activity (not for paid work or studies),
read a newspaper, a magazine or a book in the 12 months preceding the survey.12
Figure 25 shows that:
•
•
•
•
•
86.7% of the population 15 or older read a newspaper (22.6 million Canadians);
78.2% read a magazine (20.4 million Canadians);
66.6% read at least one book (17.4 million Canadians);
a total of 95.8% read at least one of these items (25.0 million Canadians); and
52.5% read a newspaper, a magazine and a book in 2005 (13.7 million Canadians).
Figure 25: Reading activities of Canadians in 2005
86.7%
Newspaper
78.2%
Magazine
66.6%
Book
Read at least one of these
items (newspaper, magazine
OR book)
95.8%
Read all three (newspaper,
magazine AND book)
0.0%
52.5%
20.0%
40.0%
60.0%
80.0%
100.0%
Percentage of Canadians 15 or older reading at least one item during the year (not for paid work or studies)
12
The questions were phrased as follows: During the past 12 months, as a leisure activity (not for paid work or studies) did you read
a newspaper?; During the past 12 months, as a leisure activity (not for paid work or studies) did you read a magazine?; and During
the past 12 months, as a leisure activity (not for paid work or studies) did you read a book?
32
Reading frequency
Respondents were asked about the frequency of their reading activities.
Regarding newspapers:
•
•
•
•
41.0% of the population 15 or older read a newspaper on a daily basis (10.7 million
Canadians);
another 24.1% read a newspaper at least three times a week (6.3 million Canadians);
another 19.5% read a newspaper at least once a month (5.1 million Canadians); and
another 2.1% read a newspaper less than once a month (550,000 Canadians).
Regarding magazines:
•
•
•
•
42.6% of the population 15 or older read a magazine at least once a week (11.1 million
Canadians);
another 28.5% read a magazine at least once a month (7.4 million Canadians);
another 3.5% read a magazine five or more times during the year (920,000 Canadians);
and
another 3.5% read a magazine one to four times during the year (920,000 Canadians).
33
Regarding books, Figure 26 shows that:
•
•
•
•
•
14.8% of the population 15 or older read at least one book each week (i.e., 3.9 million
Canadians read at least 52 books during the year);
another 25.2% read at least one book each month (i.e., 6.6 million Canadians read at least
12 books during the year);
another 14.9% read at least one book every three months (i.e., 3.9 million Canadians read
at least 4 books during the year);
another 6.5% read at least one book every six months (i.e., 1.7 million Canadians read at
least 2 books during the year); and
another 5.4% read at least one book during the year (1.4 million Canadians).
Figure 26: Frequency of book reading
by Canadians in 2005
Percentage of Canadians 15 or older
reading a book (not for work or study)
At least a book a week
14.8%
No books
33.4%
At least a book a month
25.2%
At least a book a year
5.4%
At least a book every six
months
6.5%
At least a book every
three months
14.9%
34
Trends in reading
Between 1992 and 2005, the rate of book reading remained stable, while magazine reading
decreased slightly and newspaper reading decreased more substantially.
Figure 27 shows that the overall rate of newspaper reading decreased from 93.2% in 1992 to
88.7% in 1998, and decreased again to 86.7% in 2005.
With 22.6% growth in the population (15 or older) between 1992 and 2005, the number of
newspaper readers increased from 19.9 million in 1992 to 22.6 million in 2005. This is an overall
increase of 2.8 million newspaper readers between 1992 and 2005 (or 14.0%), despite the lower
rate of newspaper reading in 2005.13
Figure 27: Trends in newspaper reading, 1992 to 2005
1992
93.2%
1998
88.7%
2005
0.0%
86.7%
20.0%
40.0%
60.0%
80.0%
100.0%
Percentage of Canadians 15 or older reading at least one newspaper (not for paid work or studies)
13
Differences are calculated from unrounded numbers. The differences in the rounded numbers presented in this report may vary
slightly.
35
Figure 28 shows that the overall rate of magazine reading decreased from 80.8% in 1992 to
77.2% in 1998 and then increased slightly to 78.2% in 2005.
With 22.6% growth in the population (15 or older) between 1992 and 2005, the number of
magazine readers increased from 17.2 million in 1992 to 20.4 million in 2005. This is an overall
increase of 3.2 million magazine readers between 1992 and 2005 (or 18.7%), despite the lower
rate of magazine reading in 2005.
Figure 28: Trends in magazine reading, 1992 to 2005
1992
80.8%
1998
77.2%
2005
0.0%
78.2%
20.0%
40.0%
60.0%
80.0%
100.0%
Percentage of Canadians 15 or older reading at least one magazine (not for paid work or studies)
36
Figure 29 shows that the overall rate of book reading remained almost exactly the same in all
three surveys, with two-thirds of the population reading at least one book in 1992, 1998 and
2005.
With 22.6% growth in the population (15 or older) between 1992 and 2005, the number of book
readers increased from 14.2 million in 1992 to 17.4 million in 2005. This is an overall increase of
3.2 million book readers between 1992 and 2005 (or 22.3%).
Figure 29: Trends in book reading, 1992 to 2005
1992
66.8%
1998
66.5%
2005
66.6%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Percentage of Canadians 15 or older reading at least one book (not for paid work or studies)
37
Section 6: Movies and videos
The vast majority of Canadians (85.1% of those 15 or older, about 22.2 million people) visited a
movie theatre or rented a video in 2005.14 Figure 30 shows that:
•
•
•
61.0% of the population 15 or older visited a movie theatre or drive-in (15.9 million
Canadians);
78.6% watched a video (20.5 million Canadians watched a video, in VHS or DVD format,
that they rented or purchased); and
54.5% did both of these film and video activities in 2005 (14.2 million Canadians).
Figure 30: Film and video activities of Canadians
in 2005
61.0%
Movie or drive-in
Video (rented or purchased, VHS
or DVD)
78.6%
85.1%
Either activity
54.5%
Both activities
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Percentage of Canadians 15 or older watching at least once during the year
14
The questions were phrased as follows: During the past 12 months, did you go to a movie or drive-in?; and During the past 12
months did you watch a video, rented or purchased, VHS or DVD?
38
Frequency of movie going and video watching
Respondents were asked about the frequency of their movie going and video watching.
Regarding movie going, Figure 31 shows that:
•
•
•
28.2% of the population 15 or older went to a movie at a theatre or drive-in between one
and four times in 2005 (7.4 million Canadians);
another 12.7% went to a movie five or more times, but not every month (3.3 million
Canadians); and
another 20.1% went to a movie at least once every month (5.3 million Canadians).
Figure 31: Frequency of movie-going
by Canadians in 2005
Percentage of Canadians 15 or older
seeing a movie at a theatre or drive-in
1 to 4 times a year
28.2%
No movies
39.0%
5 or more times, but not
every month
12.7%
At least once every
month
20.1%
Regarding video watching (rented or purchased, in VHS or DVD format):
•
•
•
•
31.9% of the population 15 or older watched a video at least once a week (8.3 million
Canadians);
another 31.1% watched a video at least once a month (8.1 million Canadians);
another 7.6% watched a video five or more times during the year (2.0 million
Canadians); and
another 7.9% watched a video one to four times during the year (2.1 million Canadians).
39
Trends in movie going and video watching
Both movie going and video watching increased in popularity between 1992 and 2005, although
both increases were restricted to the period between 1992 and 1998. Figure 32 shows that the
overall rate of movie going increased sharply from 49.2% in 1992 to 64.1% in 1998 and then
decreased somewhat to 61.0% in 2005.
With 22.6% growth in the population (15 or older) between 1992 and 2005, the number of
movie-goers increased significantly between 1992 and 2005. There were 10.5 million moviegoers in 1992, compared with 15.9 million in 2005, an increase of 5.4 million (or 52.0%).
Figure 32: Trends in movie-going, 1992 to 2005
1992
49.2%
1998
64.1%
2005
0.0%
61.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Percentage of Canadians 15 or older watching at least one movie at a theatre or drive-in
40
Figure 33 shows that the overall rate of video watching increased from 71.8% in 1992 to 79.1% in
1998 and then remained relatively stable (78.6% in 2005).
The number of Canadians watching videos increased from 15.3 million in 1992 to 20.5 million in
2005, an increase of 5.2 million people (or 34.2%).
Figure 33: Trends in video watching, 1992 to 2005
1992
71.8%
1998
79.1%
2005
78.6%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Percentage of Canadians 15 or older watching at least one video (rented or purchased, VHS or DVD format)
41
Section 7: Listening to recorded music
Respondents were asked whether they had listened to downloaded music or music on CD or
other recorded format in the 12 months preceding the survey.15 Figure 34 shows that:
•
•
83.9% listened to music on CDs, cassette tapes, DVD audio discs, records, etc. (21.9
million Canadians); and
28.6% of the population 15 or older listened to downloaded music on a computer, MP3
player, etc. (7.5 million Canadians).
Overall, 26.6% listened to recorded music in both of these ways in 2005 (6.9 million Canadians).
This percentage is very close to the 28.6% of the population listening to downloaded music,
meaning that almost all those who listened to downloaded music also listened to CDs or other
formats in 2005.
A total of 85.8% (22.4 million Canadians) listened to music in at least one of these ways in 2005.
Figure 34: Music listening of Canadians in 2005
83.9%
Listen to music on CD, etc.
28.6%
Listen to downloaded music
85.8%
Either activity
26.6%
Both activities
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Percentage of Canadians listening at least once during the year
15
The questions were phrased as follows: During the past 12 months did you listen to downloaded music on your computer, MP3
player, etc.? (Include time spent listening to downloaded music whether at home, at work, in the car, etc.); and During the past 12
months, did you listen to music on CDs, cassette tapes, DVD audio discs, records, etc.? (Exclude listening to downloaded music
and listening to the radio. Include time spent listening to music whether at home, in the car, etc.)
42
Frequency of listening to recorded music
Respondents were asked how often they listened to recorded music.
Regarding music recorded on CDs and other formats, Figure 35 shows that:
•
•
•
•
44.7% of the population 15 or older listened to recorded music on a daily basis in 2005
(11.7 million Canadians);
another 30.0% listened to recorded music at least once a week (7.8 million Canadians);
another 7.0% listened to recorded music at least once a month (1.8 million Canadians);
and
another 2.1% listened to recorded music less than once a month, but at least once during
the year (560,000 Canadians).
Figure 35: Frequency of listening to recorded music
on CDs or other formats by Canadians in 2005
Percentage of
Canadians 15 or
older listening to
recorded music
No downloaded music
16.1%
Less than once a month
2.1%
At least once a month
7.0%
Daily
44.7%
At least once a week
30.0%
43
Regarding downloaded music on a computer, MP3 player or other device, Figure 36 shows that:
•
•
•
•
14.3% of the population 15 or older listened to downloaded music on a daily basis in
2005 (3.7 million Canadians);
another 9.1% listened to downloaded music at least once a week (2.4 million Canadians);
another 3.4% listened to downloaded music at least once a month (890,000 Canadians);
and
another 1.7% listened to downloaded music less than once a month, but at least once
during the year (450,000 Canadians).
Figure 36: Frequency of listening to downloaded
music by Canadians in 2005
Percentage of Canadians 15 or older
listening to downloaded music
Daily
14.3%
At least once a week
9.1%
At least once a month
3.4%
Less than once a month
1.7%
No downloaded music
71.4%
44
Trends in listening to recorded music
There was a very small increase in the percentage of Canadians listening to recorded music
between 1992 and 2005. Figure 37 shows that the overall percentage of Canadians listening to
recorded music increased from 81.7% in 1992 to 83.3% in 1998 and to 83.9% in 2005.
With 22.6% growth in the population (15 or older) between 1992 and 2005, the number of
Canadians listening to recorded music increased from 17.4 million in 1992 to 21.9 million in
2005. This is an overall increase of 4.5 million listeners between 1992 and 2005 (or 25.8%).
Figure 37: Trends in listening to recorded music,
1992 to 2005
1992
81.7%
1998
83.3%
2005
83.9%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Percentage of Canadians 15 or older listening to recorded music on CD or other format
There is no historical data on listening to downloaded music.
45